Kentucky Agriculture Commissioner Jonathan Shell

Farming is more than just a profession in Kentucky — it’s a way of life. But behind the fields and harvests, many farmers face immense pressure that takes a toll on their mental health. The Raising Hope program is designed to break the stigma surrounding mental health while providing critical support and resources to farmers and their families. 

Kentucky Agriculture Commissioner Jonathan Shell said the Department of Agriculture is working to ensure that those who feed the nation don’t struggle in silence. 

He emphasized the high-pressure environment that farmers face, from financial instability and fluctuating markets to unpredictable weather and safety risks. These stressors, coupled with the often-isolated nature of farm life, contribute to mental health struggles within the industry, he said.

“Farming is a high-stress environment,” Shell said. “You’ve got high interest rates, high input costs, urban encroachments, and market instability. Plus, farming is predominantly male-driven, and as men get older, they tend to have fewer support groups. We need to make it more open and acceptable for farmers to discuss these struggles.”

Raising Hope was developed with these challenges in mind, aiming to provide intervention and education through health screenings, safety training, and mental health awareness programs. One of its key initiatives is the challenge coin, a small but meaningful token given to farmers as a reminder to reach out for help in difficult times.

“We know of at least 15 people who were contemplating suicide but changed course because they received a handshake and a challenge coin,” Shell said. “The idea is that if you’re having a bad day, you call someone — whether it’s 988, a friend, or a family member — before taking that final step. Science backs this up, showing that it actually works.”

The program also extends its efforts to farm safety and rescue training, partnering with first responders to equip them with the knowledge necessary for farm-related emergencies. Recent farm-related fatalities in Kentucky, including accidents in Ballard County and Owensboro, have underscored the importance of such training.

Additionally, Raising Hope conducts free health screenings at agricultural events. Shell noted that at a recent Ag Expo in Owensboro, between 12 and 15 farmers were encouraged to go to the hospital due to critical health issues discovered during screenings.

“Farmers, like many of us, don’t go to the doctor unless it’s absolutely necessary,” Shell said. “By meeting them where they are, we can catch health concerns before they become life-threatening.”

The initiative also engages the next generation of agricultural leaders. The Kentucky Department of Agriculture recently distributed $125,000 in grants to FFA chapters across the state, encouraging students to develop safety, rescue, and mental health programs for their communities.

“Young people are stepping up in incredible ways,” Shell said. “FFA and 4-H programs are implementing projects that are truly saving lives. It’s hard to say no to a 14- or 15-year-old asking you to take care of yourself.”

Local farmer Daniel Hayden sees Raising Hope as a necessary shift in how the agricultural community approaches mental health.

“The foundation of this program is something farmers have historically shied away from,” Hayden said. “We’re not known for talking about our emotions or asking for help, but the reality is, agriculture is an emotional game. We do it because we love it.”

Hayden believes the challenge coin program is an effective and subtle way to encourage farmers to seek help when needed.

“That coin represents a promise,” Hayden said. “Before you reach the end of your rope, you call that number. It’s a small thing, but it’s a big step in changing the conversation.”

As Raising Hope expands, the program is gaining support from hospitals, fire departments, and agricultural organizations statewide. Owensboro Health and Appalachian Regional Healthcare are among those partnering with the initiative, and discussions are ongoing with pharmacy networks and other healthcare providers.

With increased awareness and continued investment, Raising Hope aims to build stronger, healthier farming communities across Kentucky.

“This program is saving lives,” Shell said. “And we’re just getting started.”